How Social Media Can Eat Brand Value – and Profits
The long-term health of brands is in decline. Over the past decade, fewer consumers recognize meaningful differences between brands. Both the rise in generics from recession-squeezed budgets and the easy access of social media have contributed to a reduction in perceived brand differentiation that will accelerate dramatically in the coming years.
Optimizing Your Investment in Digital Advertising
While the digital advertising environment provides a wealth of opportunities for exposure, advertisers who hope to engage broad targets with their messages should not look to digital as a solution, at least not as a primary campaign medium…
Advertising Age: Top Research Explores Social Media Effectiveness, Creativity
Communicus, Inc. CEO, Jeri Smith and Esther Thorson, associate dean at the University of Missouri – Columbia School of Journalism and director of research at the Donald W. Reynolds Journalism Institute, were the recipients of a top prize research-paper competition for the American Academy of Advertising. The two wrote “How Advertising Performs in a Social Media World,” demonstrating how social media and traditional...